DB Export Beer: The Untold Story

Sales of New Zealand's DB Export beer had been declining for seven years and research showed the brand was perceived as effeminate and lacking in authenticity.

DB Export Beer: The Untold Story

Agency: Colenso BBDOClient: DB Breweries New ZealandProduct: DB Export Beer

Objectives

DB Export, once a mainstay of the New Zealand beer category, had been in decline since 2002.

The DB Export family of beers comprises 3 SKU's:

In the 1990's, Export Gold had been the #1 choice among drinkers – an easy drinking beer with a party personality and a 'let's go' price tag. But in recent years, NZ guys had come to demand credibility from their beer – authentic history, a passion for craft, or premium status.

The...

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